Superior search and user experience
The original Gippsland tourism website had a poor user experience. Navigation, structure and the overall flow was confusing, particularly when browsing on mobile. The user’s inability to navigate on mobile was particularly concerning, especially if we were to provide a satisfying experience at every stage of the journey.
It’s worth noting that Gippsland is a huge area that presents specific challenges when planning a trip. The region is poorly understood by visitors, with statistics suggesting poor ‘brand awareness’, so navigation and clear, concise information from the outset became a critical aspect of the redevelopment.
After thoroughly researching the user experience, and reviewing the available data, we were able to maximise the website’s impact by developing information architecture and planning content. The site was split into various sections including ‘Destinations’, ‘Do & see’ and ‘Stay’, giving visitors the ability to explore the region online to plan their trip. We also integrated Algolia to ensure faster search times and no zero results, ultimately keeping users engaged.
In conjunction with the designer, our strategists held a workshop with the client to work through the finer details regarding target audiences and user groups. We wanted to hear the client’s objectives and ideas as to why people used the website. Most importantly, we had to define what a successful digital experience meant for both the client and their future users. As a result, we developed user personas, identified customer journeys and went into the project with a clear understanding of the primary audience and their needs.